November 21, 2013 Kejimkujik National Park and National Historic Site, NS
DSWNA Semi Annual-Update-November-2013
Aug 30, 2014
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November 21, 2013
Kejimkujik National Park and National Historic Site, NS
Situational Analysis & Overview
DSWNA Overview
Visitor Satisfaction Survey Overview
Marketing Update & Overview
Review of statistics for Nova Scotia and our region (Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores and South Shore) ◦ Nova Scotia Visitation
◦ Entry Points
◦ Visitor Information Centres
◦ Southwest Nova Scotia Visitation
◦ Rooms Sold (#)
672800
61500
306500
87800
101200 39600
2013
Atlantic Canada
Quebec
Ontario
Western Canada
US
Overseas
Visitation to NS was 1,128,500
0
100000
200000
300000
400000
500000
600000
700000
800000
2013
2012
2011
0 0
395200
834000
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
Digby Yarmouth Halifax
International
Airport
Amherst
2013
2012
2011
Remained on par
**Digby entry point did not have remunerators in 2013.
42900
5750
60742
0
10000
20000
30000
40000
50000
60000
70000
80000
Bay of Fundy &
Annapolis Valley
Yarmouth &
Acadian Shores
South Shore
2013
2012
2011
Guest Book Signatures – 118,285
44305
18906
7226
13579
20578
12510
May – October 2013
Atlantic Canada
Ontario
Quebec
Western Canada
USA
Oveseas
0
10000
20000
30000
40000
50000
60000
2013
2012
2011
0
20000
40000
60000
80000
100000
120000
140000
Bay of Fundy &
Annapolis Valley
Yarmouth &
Acadian Shores
South Shore
2013
2012
2011
*Please note that not all properties reported their rooms nights sold
in 2013, which affects the overall numbers in the region
DSWNA 2013-2014 Update
On a path to grow tourism by 1%
Increase length of stay
Increase visitation
Increase visitor economy
1. Provide partnership opportunities for marketing that are affordable, accessible and effective.
2. To unite tourism stakeholders within the region on common goals.
3. Facilitate, coordinate and support product development and enhancement within the region
4. There is pride and value for municipal and members investment
5. Serving visitors for excellence
Industry /Members in region Communities & Towns Municipal Units (28) Bay Ferries Limited Quest (Nova Star) TIANS/RTIAs/DMOs in NS Nova Scotia Tourism Agency (NSTA) Grassroot Organizations ◦ Yarmouth & Acadian Shores Tourism Association ◦ Bluenose Coast ◦ Annapolis Valley Chamber of Commerce ◦ Shelburne County Tourism Association ◦ Digby & Area Tourism Association ◦ Region of Queens (Economic Development) ◦ Boards of Trades/Chamber of Commerces
Executive Director (Jeanette Joudrey)
Executive Assistant
(Patti Smith)
Membership/
Communications Manager / Visitor
Services (Ainsley Bartram)
Marketing Manager
(Monica MacNeil)
Board of Directors
Stakeholders
Marketing /Content Committee(s)
Guide Task Force(s)
Membership Committee Visitor Services Task
Force Communications
Committee
Marketing/Content
Membership
Communications
Visitor Services Task Force
Guides Task Force
Municipal
All committees are represented by industry, board members and municipal units
Provincial research
Google Analytics (Website)
Visitor Satisfaction Survey
Visitor Information Centre Statistics
Operator Surveys (Self-Audits)
Partnership Updates/Reports
Increase Website Unique Visits by 2%
Decrease Website Bounce Rate by 2%
Increase Travel Club by 5%
Communicate with Travel Club at least 8 times/year
DSWNA in partnership will welcome Roger Brooks to conduct assessments in the region
Enhance the Landing Page for meetings & events – www.meetnovascotia.com
Increase facebook industry members by 10%
Host three (3) Industry Café in each region
Increase annual membership by 10%
Train staff to be a World Host Facilitator
New Industry Portal (Southwest Connections)
Develop a new newsletter template
Review and Update Municipal Investment Program
Create consumer/visitor facebook page
April1-October 31
Unique Visits Pageviews Bounce Rate Duration
2013 57,149 283,722 46.02 2.57
2012 38,061 161,058 50.85 2.35
Difference +50.15% +76.16% -9.51% +11.59%
Launched new website in late 2012 Results to date have been positive
Top 5 Provinces Top 5 US States
Nova Scotia
Ontario
Quebec
New Brunswick
Alberta
Massachusetts New York California Florida Texas
Top 5 Canadian Cities Top 5 US Cities
Halifax
Bridgewater
Dartmouth
Toronto
Yarmouth
New York
Boston
Houston
Washington
Lincoln
Increase Travel Club by 5% ◦ 8,530 (increase of 4% to date)
Communicate with Travel Club (8 times/year)
Contact Information
Address, Phone,
Email, Website
(hyperlinked)
Social Icons with links
directly to page
(Facebook, Twitter,
Google, YouTube, etc
150-word
description
Google Map
Placement
(Longitude,
Latitude)
Southwest Connections ◦ New Industry Portal ◦ New industry newsletter ◦ Highlights Save the Date
What’s the Buzz
News you need to know
Membership Information
Membership Sign up using – PayPal (on-line)
Research and Insights
Marketing Information
Features members
Change in the Industry Portal, Southwest Connections
Development of a new industry newsletter/update
Features ◦ Highlights the three (3) regions
◦ Provides highlights with the option to read more…
◦ Connects into the Southwest Connections Industry Page
◦ Clear and easy to read and navigate
◦ Visual pleasing
In partnership with Atlantic Canada Opportunities Agency (ACOA) and Nova Scotia Tourism Agency (NSTA), DSWNA welcomed Roger Brooks to conduct assessments in following: ◦ South Shore (Bluenose Coast and Queens &
Shelburne) ◦ Yarmouth & Acadian Shores
Other partners in the project were: Bluenose Coast, Yarmouth & Acadian Shores Tourism Association, Region of Queens, Shelburne County Tourism Association
Currently awaiting final assessment reports for each region which will be circulated to all participants and available on-line.
All sessions were video-taped and are available on-line (YouTube Channel) - www.youtube.com/user/southwestnstourism ◦ Bluenose Coast Re-Assessment - October 23, 2013 Days Inn Bridgewater – 9am-12Noon 78 participants to date
◦ Queens/Shelburne Counties Assessment - October 23, 2013 White Point Beach Resort – 6-9pm 70 participants to date
◦ Yarmouth & Acadian Shores Assessment - October 24, 2013 Yarmouth Wesleyan Church – 8:30am-11:30am 94 participants to date
Building on the success of the itineraries developed in 2012
Developing 8 new road trip itineraries for the region (to be launched in 2014)
◦ Two itineraries that connect all three regions ◦ Six regional itineraries
Itineraries (Top 5) – increase of 54.44% over YTD 2012
Pageviews
Travel Ideas 2,221
Fred’s Hole 927
36 Hours – South Shore 780
Fish & Chip Tour 675
Foodie’s Guide 542
Meetings & Events ◦ www.meetnovascotia.com 8 partners in region to date
White Point Beach Resort, Best Western Plus Liverpool, Best Western Plus Bridgewater, Atlantica Hotel & Marina Oak Island, Digby Pines Golf Resort & Spa, Annapolis Basin Conference Centre, Rodd Grand Yarmouth and Old Orchard Inn
New copy was written for landing page, focusing on the 3 UNESCO World Heritage Sites in our region
Enhanced Facilities Chart
Presentation to the Meetings & Events - Atlantic Chapter (Board of Directors)
1,010 unique pageviews from mid-August-October
Packaging Workshops ◦ 17 participants - CBDC Shelburne, New Business unnamed ATV Tours,
Coopers Inn, Lockeport Landing, Lockeport Spa, Harmony Bazaar, Town of Wolfville, Boxing Rock Brewery, Lunenburg Folk Harbour Festival, Milford House, Wharf Rat Rally, MacKenzie Motel & Cottages, Wildwood Motel
◦ Hosting another session in Wolfville area ◦ Worked with Rendez-Vous de la Baie
Self Audits (Industry) – September ◦ 60 participants provided feedback
Three Industry Cafes (Marketing Input) ◦ South Shore - September 24 28 participants
◦ Bay of Fundy & Annapolis Valley – September 26 10 participants
◦ Yarmouth & Acadian Shores – October 2 30 participants
Develop a program to showcase all of our assets, experiences, businesses; however not lose sight of our priority to members ◦ A few features of the new membership program: Enhanced website listing with social media, maps, etc for
members;
Preferred pricing on marketing opportunities,
Distribution to VICs (brochures)
Workshops, Networking Opportunities
Access to industry updates (communications)
Preferred pricing on conferences, workshops, etc
◦ $50.00 + HST (Annual Rate)
54
14
67
2 0
10 20 30 40 50 60 70 80
Bay of
Fundy &
Annapolis
Valley
Yarmouth &
Acadian
Shores
South
Shore
Other
Membership by region
Membership by
region
Formula based program ◦ Uniform Assessment and Population
New for 2013 ◦ Municipal Units that invest into Destination Southwest
Nova Association - the not for profits in the unit will receive a membership with all of the benefits
◦ Currently updating the website now with the confirmed municipal investment participants and the not-for-profits
Reviewing program for 2014 and beyond
Establishing a Municipal Committee for input into development of enhance program
Create a consumer/visitor facebook page highlighting the region
Working on Trip Advisor Regional Pages
Facebook/Twitter Likes/Followers to date – end of October
Facebook (Industry) 543
Facebook (Visitors) 136
Twitter (Industry) 345
Twitter (Visitors) 267
Pintrest 51
Assist in the co-management of 25 VICs in region (Chester – Windsor)
+ 2 Provincial Centres in our region (Yarmouth & Digby)
Hosted training – Product Knowledge, WorldHost, Service 1st and CPR/First Aid – over 30 participants
Patti Smith is trained as World Host Facilitator in region
What’s Happening Now Program ◦ Circulated weekly to VICs in NS and industry in our region ◦ Encourage/awareness of what is happening around the
region to provide the information to visitors
◦ Links to Festivals/Events Page on website
Strategic Approach to Visitor Servicing in the region ◦ Developed a Tiered Investment Formula for 2013 Occupancy (avg 3 years) Visitors counselled (avg 3 years) Investment into Tourism (Sponsoring Units) Months of Operation Quality Standards Program Proximity to Provincial VIC Agreement fulfilled previous year
◦ Conducted mystery shops in 2013 7 out of 25 VICs exceeded expectations 10 out of 25 VICs met expectations 8 out of 25 VICs needs improvements Task Team is working on a strategy for 2014 for the region
along with the NSTA and other RTIAs/DMOs.
VIC Exceeds Expectations
Meets Expectations Needs Improvement
Windsor
Wolfville
Hantsport
Kentville
Kingston
Berwick
Bridgetown
Middleton
Bear River
Annapolis Royal
Digby
Tiverton
Weymouth
Clare
Yarmouth
Clark’s Harbour
Barrington
Shelburne
Lockeport
Liverpool
Caledonia
Blockhouse
Lunenburg
Mahone Bay
Chester
Completed the Visitor Satisfaction Survey for Visitors to our region ◦ Bi-Lingual Survey ◦ In partnership with
Yarmouth & Acadian Shores Tourism Association
◦ Available in all VICs and member properties in the region
◦ 469 responses received
• Why: Measure visitor satisfaction, assess alignment with target markets and direction of marketing strategy • Who: Visitors stopping at VIC’s and some member establishments were given post cards with survey url on it (offered in English & French) • How Many: 469 respondents • Time Frame: between May and October 2013
84
%
13%
3%
Country of Origin
Canada United States Over seas
Visitors Satisfaction Survey Results
19%
29%
6% 7%
23%
13%
3%
Province/State/Region of Origin
Western Canada NS
rest of Altantic Canada Quebec
Ontario US
Over seas
31%
7% 62%
Transportation
Airport
Princess of
Acadia
13%
56%
27%
4%
How many people per group
by myself
2
3-6 people
7+
52%
11%
16%
8%
13%
Party Make Up
Just Two of Us
Vacation with
friends
Family
vacation
Multi-
generational
58%
1% 4%
24%
2% 11%
Reason for Visiting
Vacation
Vacation
Package
Festival / Event
Visiting friends
& Family
22%
14%
5% 9%
1%
30%
12%
7%
Where else will you be visiting?
Halifax Cape Breton
NB PEI
US Just here and then back home
Other places in NS Other
71%
64%
54%
2% What other regions?
BFAV
SS
YAS
Unsure
43%
6%
7%
45%
19% 21%
17%
20%
9%
26%
21%
Trip planning tools
novascotia.com
novascotiabackyard.c
om
yarmouthandacaidan
shores.com
D&D
BFAV Do & Dream
guide * People may select more than one checkbox, so percentages may add up to more than 100%
53%
47%
17% 63%
23%
53%
23%
30%
7% 4%
Tools used while travelling
Mobile Device
Doers & Dreamers
Regional Guides
NS Map
Community Map
VIC
Tablet
Laptop
* People may select more than one checkbox, so percentages may add up to more than 100%
37%
10% 13%
19%
10%
11%
Experience enjoyed the most
Beaches & Seacoast
Food & Wine
Cities & Towns
Culture
Outdoor Adventure
History
Relate very closely to the 2010 Provincial Exit survey
Evidence to support targets markets and marketing strategy
Novascotiabackyard.com April 1,2012- October 31, 2013 Unique Visitors-57,149 vs 38,061 over 50% Marketing Opportunities 1387 Travel Trade list 15 Marketing Opps
Nova Scotia Primarily HRM
New Brunswick Primarily Saint John and Moncton
Non-resident Visitors
Travelling in Nova Scotia
Eastern USA, Ontario, Quebec, Western Canada
In partnership with NSTA
Optimyz Jan 2013
Atlantic Motorcycle & RV Show Feb 2013
Ottawa Vacation Show Mar 2013
AAA Travel Show MA Mar 2013
Sports & RV Show Mar 2013
Saltscapes Expo Apr 2013
Incentive Works Aug 2013 Toronto
Summer Vacation Guide NB Golf Guide NB Telegraph Journal Bundle Chronicle Herald
Saltscapes Food & Travel
250,000 copies, 8 partners
Summerscapes
399,500 copies, 8 partners
Saltscapes Sep/Oct 408,000 readers, 4 partners*
Winterscapes
325,000 copies
Allnovascotia.com-awareness ads
Novascotiawebcams
Herald.ca
Bay Ferries Maritime Saver Free
Concierge Experience Program & Information
POA- Photo Booth Car Road Trips
Regional Guides 2014
AVCC YASTA Bluenose Coast Bay Ferries Ultimate Road Trip Central Nova Tourism Association Discover Saint John
Postcards/Business Cards
Digital Ads Repurposed
Bloggers Catherine Lefebvre, Huffington Post
Meeting & Event Planners Tour
Meeting Planners International MPI Atlantic
24 International Tour Operators South Shore
NSTA focus on Quebec and Ontario markets Road Trips, Trade Shows & Social Media
DSWNA focus on aligning with NSTA Messaging in market audience top of mind
Experiences Outdoor/ Culinary/ Culture
Partnership with NSTA (CTV) Fisheries of the Atlantic, Lunenburg
Killiam’s Wharf, Yarmouth
Historic Gardens, Annapolis Royal
Call to action on the majority of marketing initiatives
www.novascotiabackyard.com Unique Visitors 57,149 vs 38,061 (50.15) Page views 283,722 vs 161,058 (76.15) Average visit duration 2.57 vs 2.35 (11.59%) Bounce rate 46.02% vs 50.85% (9.51%)
(April 1-Oct 31, 2013 vs same 2012)
Top 5 Referrals
Novascotia.com
Fundyfun.com
Ferries.ca
Halifax.ca
Novascotiawebcams.com
Number 6 is Facebook.com
Top 5 Pages
Festivals & Events
Homepage
Things to See & Do
Explore the South Shore
Where to Stay
Number 6 is Explore our Regions
Top 5’s Canada - NS, ON, QC, NB, AL United States - MA, NY, CA, FL, TX Itineraries: 1654 unique page views Meetings & Events: 999 unique page views UNESCO: 675 unique views
Social Media Facebook Industry 543 Twitter Industry 345 Facebook Nova Scotia Backyard 136 Twitter Nova Scotia Backyard 267 Pinterest 51 followers Blog Nova Scotia’s Backyard update monthly Youtube Trip Advisor page approvals- yet to be
utilized
Novascotiabackyard.com
Regional focus
Connecting Regions with loops
Lead with Experiences
Outdoor
Culinary/Wine
Culture
NSTA YASTA AVCC Nova Star Cruises Bay Ferries Discover Saint John Discover Portland Bay of Fundy Tourism Central Nova Tourism Association
January 2013-October 31st Marketing Opps
Contingent on member/industry buy in
Combine print/digital offers
Look to more online opportunities
Use of Social Media and links
Mobile Website
Bilingual
Focus Campaigns Regionally
Promote our loops
8 new Road Trip itineraries
Creative Heavy with Images & Video
Less Text
Website Images Video, Less Text
Leverage Social Media Members
Mobile
Magazines
Saltscapes Food & Travel
250,000 copies
Summerscapes-package advertisements
Winterscapes-package advertisements
Greater Halifax Visitors Guide
185,000 copies
Newspaper
New Brunswick Bundle Telegraph/Here
Saint John & Provincial Editions
Focusing on Regional Pages
100,000 readers
Chronicle Herald
Provincial Distribution
Focusing on Regional Pages
297,100 readers
Newspapers
Boston Globe
Boston Herald
In partnership with NSTA and industry
Trip Advisor
Facebook.ca
Google Adwords
Novascotiawebcams.com
Allnovascotia.com
Herald.ca
Boston.com
Trade Shows
Optimyz Health Expo
Moncton Motorcycle Show
Saltscapes Expo (2 possible)
Ottawa Vacation Show
AAA Travel Market Place
Atlantic Outdoor & RV Show
-Bay Ferries on board program
-Nova Star Cruises
-Discover Saint John
-Discover Portland
-Concierge Saint John/Portland/Halifax
-Seaport Market
-Travel Media
-Regional Guides
SW Connections
Industry & Visitor
Industry & Visitor
What can you do? Join us through SW Connections keep updated Follow or like us on Twitter and Facebook Share Check Trip Advisor
Are you ready? Roger Brooks videos are on our Youtube One opportunity to make a first impression
Boston Christmas Tree @TreeforBoston https://www.facebook.com/TreeForBoston Leverage every social channel Like, share, support December 5th Christmas Tree Lighting The celebration title sponsor the Province of Nova
Scotia, lead sponsor TripAdvisor’s tripadvisor.com/careers.
Additional support is provided by WCVB-TV Channel 5, Magic 106.7 FM, the Boston Herald, and the Boston Globe.
Destination Southwest Nova exists so that tourism is a viable and sustainable industry in Southwest Nova Scotia.
Swconnections.com
Novascotiabackyard.com
Destination Southwest Nova Association
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